Did you know the B2B ecommerce market in Australia is growing at a rate of 16% per year and expected to reach $32.3 billion in 2023?
The pandemic helped speed up the B2B ecommerce trend and today we are taking you through what we consider when setting up a Google Ads account for a B2B ecommerce business.
Get to know the target audience. Obviously, a B2B business needs to target businesses rather than consumers. It’s important to not waste clicks on those who are not valuable to the business. In this case, we recommend audience targeting in Google. For example, affinity audiences offer a ‘Business Professionals’ audience and there are a handful of business-related in-market audiences to choose from.
Understand the customer journey. We use two types of data to understand the customer journey - Google Analytics and our clients own input after speaking directly to customers. Combined, it paints a detailed picture of the people we want to reach and how they behave. For example, we have a B2B client who’s customers take an average of 30 days to make a purchase. Knowing this helps us think about what messages we can deliver to keep them engaged over this period and remain top of mind.
Research competitors. What keywords do they use and what are their key messages? We use this information to find ways to stand out in a crowded market.
Research keywords to forecast results. We do extensive research into search volume, mapping this against expected CTR and CVR to forecast how many sales Google Ads can deliver against the budget
Define low intent keywords and high intent keywords. Separating Google Ads accounts into low and high intent terms gives us greater control over budgets and the goals set for each type of intent. For example, someone searching for the benefits of a portable screen is higher up the funnel (lower intent) than someone searching for the benefits of a specific model and so we give different messages and goals to each.
Focus on non-brand. While it's important to protect your brand, we believe focus should be on non-brand campaigns to introduce new people to your brand. Implementing a dynamic search campaign is helpful to fill the gaps in the keyword-based campaigns and learn more about how people are searching and which keywords suggest greater opportunity.
Never get complacent with analysis and testing. We regularly turn off keywords which are not performing. However, this does not mean they will not perform forever. It is important to test new and old keywords to find gold nuggets in time.
Layer Google Products to help move potential customers through the funnel. We’ve found Performance Max has worked incredibly well for some of our B2B ecommerce clients, especially for lower funnel activity. Consider Youtube and display for awareness (now called Google Demand Gen) and remarketing to keep people engaged as they weigh up their options.
There you have it. Our 8 top considerations when setting up a B2B ecommerce account on Google Ads. Remember to stay vigilant with analysis and testing so you can continue to evolve and grow in this ever changing landscape!
${___('about_team_member')}
Account Manager
At Shines Digital I... help manage accounts and communications between our specialists and our clients. I can also be found helping out with creative reviews and content plans.
I'm an expert in... all things creative and social!
Previously I... worked as a graphic designer and content coordinator for a non-for-profit.
Life's even brighter when I... get to aimlessly wandering around to find the best hidden brunch spots.
A fun fact about me is... I’m a professional dog-sitter in my spare time!
${___('about_team_member')}
Founder
At Shines Digital I... make sure the team is happy, balanced, and thriving. If I do that, then our wonderful people can deliver great results for our deserving clients.
I'm an expert in... being dad to my three kids. At least, that’s what I like to think! (So if anyone has any tips I'm all ears.) I also advise businesses on growth and trade sales.
Previously I... founded, built and sold Switched On Media (now Essence). And before that, I was a marketer at eBay and Procter and Gamble.
Life's even brighter when I... spend time with my kids. I also love surfing as it's the only time I am not working and… well, not with the kids!!
A fun fact about me is... I used to live in a tent in the jungle in Maui where I was a kitesurfing instructor. I have also been a bus driver in Japan until I crashed the bus (and it was only the second week in the job, sigh).
${___('about_team_member')}
CEO
At Shines Digital I... ensure the team has what they need to give our clients a fantastic experience and improve their results. It's also important to me that the team feel like their work is aligned to their personal values and that they're having fun.
I'm an expert in... keeping things simple and focusing on what's most important.
Previously I... have worked as a journalist, marketed hundreds of startups and led acquisition at Michelle Bridges 12WBT.
Life’s even brighter when I… am hugging my kids, taking ocean swims, enjoying drinks with friends and having lunches with my family.
A fun fact about me is... I have a terrible poker face, but am strangely good at poker!
${___('about_team_member')}
Account Manager
At Shines Digital I... make sure our clients are happy, and keep the communication flowing smoothly to ensure great results.
I'm an expert in... relationship building, community support and user experience.
Previously I... was with Gumtree.com for eight years. Since then I've also worked on various startup platforms, before diving head first into digital marketing.
Life’s even brighter when I… am coaching kids’ sports. (I have two young sporty boys). I also play ice hockey when I can, travel when allowed, and harvest honey when my bees let me.
A fun fact about me is... I once spent six months inline skating around the world as part of an MTV reality tv show.
${___('about_team_member')}
Senior Growth Strategist
At Shines Digital I... create strategies that help our clients grow.
I'm an expert in... developing successful campaigns across different digital channels. I love data analysis and also visualising data so that it is understandable for everyone. I’m also a certified Google Ads specialist.
Previously I... worked as a B2B sales manager. I also have a masters degree in sociology and have worked as a data analyst, so I'm really comfortable with numbers. I love to say that my previous work experience has prepared me to be a good digital marketing strategist.
Life’s even brighter when I… am travelling, enjoying good food, and going to the opera. It’s perfect when I can combine all three!
A fun fact about me is... on average I visit 50+ concerts, plays and operas per year and read 50+ books (or 15,000 pages)!
${___('about_team_member')}
Digital Marketing Specialist
At Shines Digital I... am a digital marketing specialist.
I'm an expert in... Google Ads, Analytics and Display.
Previously I... worked in both service and retail and I also ran my own business.
Life's even brighter when I... am outside gardening. I also love reading and watching all things fantasy and sci-fi books, and sewing when I get a chance.
A fun fact about me is... I was in an art group for 12 years but I can't draw!
${___('about_team_member')}
Senior Digital Marketing Specialist
${___('about_team_member')}
Senior Digital Marketing Specialist
At Shines Digital I... am a digital marketing specialist.
I'm an expert in... Google Ads search, video, display and measurement and also Google Analytics.
Previously I... received an economics degree specialising in marketing. I've also been a marketing specialist at a beauty clinic, and helped Estonian musicians to market their new releases.
Life's even brighter when I... get to enjoy singing and songwriting.
A fun fact about me is... I worked as an extra in the movie TENET.
${___('about_team_member')}
Digital Marketing Specialist
At Shines Digital I... am a digital marketing specialist.
I'm an expert in... political science and communications (I have a bachelor's degree). I also have several certifications from Google.
Previously I... worked in a variety of customer service roles, and also as a sales agent for a cruise company in the Baltic Sea.
Life's even brighter when I... go to the gym. I love all sorts of sports, from yoga to boxing and running. I also enjoy drawing, reading, and spending quality time with my friends and family.
A fun fact about me is... I'm able to fall asleep where and whenever... (if I want)!
${___('about_team_member')}
Senior Growth Strategist
At Shines Digital I... lead the accounts team and help clients create full-funnel, omni-channel marketing campaigns.
I'm an expert in... campaign ideation, email marketing, brand strategy and copywriting.
Previously I... worked in the marketing team for World Nomads, a travel company operating in 140+ countries globally. During my time there I oversaw campaigns, content production, email marketing automation, and strategy.
Life's even brighter when I... play poker, and sports like golf or soccer. Oh, and I don't mind a good book either!
A fun fact about me is... I'm fairly fluent in Japanese, having studied from age four until finishing my degree.
${___('about_team_member')}
Director of Technology and Operations
${___('about_team_member')}
Partner
At Shines Digital I... love building dashboards, setting up campaigns and digging deep into the results to figure out what works and what doesn't.
I'm an expert in... search, display and social advertising, SEO, CRO, data analytics, email automation, and marketing training. I also know my way around ad platforms like Google, Facebook ads, and TikTok (to name a few), as well as Google Analytics and Data Studio, and ActiveCampaign.
Previously I... studied economics, management and economic development in the US and UK. I'm a Google Certified Trainer.
Life’s even brighter when I… am playing one of my seven guitars or reading a Stephen King book!
A fun fact about me is... I love mushroom picking and I brew my own mushroom tincture.
${___('about_team_member')}
New Business Director
At Shines Digital I... help with new relationships (business owners and marketing teams) looking to execute effective marketing campaigns and build deeper connections with their customers
I'm an expert in... B2B sales and account management. I'm passionate about adding value, solving problems, learning new skills, building meaningful connections and doing something that benefits the next generation.
Previously I... ran my own marketplace start-up (in sustainable retail), prior to that I worked in sales/ distribution type roles across a few industries (Financial Services, Funds Management, Commodities and Capital Markets). I completed a Grad Cert in Management at AGSM (UNSW) as well as over 60+ Short Courses on LinkedIn. I'm also a member of YCombinator’s Start-up School.
Life's even brighter when I… am eating good food and spending time with my wife and daughter.
A fun fact about me is... I love to cook, I have 2 fluffy cats and Oporto is my favourite fast food.
${___('about_team_member')}
Account Director
At Shines Digital I... become an extension of the clients marketing team and help them kick goals.
I'm an expert in... brand management and strategy, UI/UX, public relations, copywriting, social, email and customer experience.
Previously I... spent 5 years at nib Travel working across multiple marketing channels - public relations, SEO, social, content, influencer and email to name a few.
Life's even brighter when I… am watching a good documentary or reading a good book.
A fun fact about me is... I was born upside down (breech birth). It remains a running punchline amongst family and friends to this day *sigh*
${___('about_team_member')}
Digital Measurement, Data and SEO
${___('about_team_member')}
Marketing Executive
${___('about_team_member')}
TikTok and Content Specialist
${___('about_team_member')}
Social Media Specialist